THINK INSIDE THE BOX

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Shopper Marketing.
THINK INSIDE THE BOX
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Pop Quiz
What do all these shoppers have in common?
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Pop Quiz
They are in a Store.
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They are in a Store.
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This is NOT Your Customer
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All marketing stimuli developed based on
understanding shopper behavior designed to
build brand equity engage the shopper leading
her to make a purchase
BRAND VIEWPOINT
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All marketing stimuli developed based on
understanding shopper behavior designed to
attract the right shopper provide the solutions
she needs leading her to make a purchase as
efficiently as possible
RETAILER VIEWPOINT
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understanding shopper behavior
COMMONALITY
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Job 1 Sit at the Retailers Table
Job 2 Be Part of the Solution
VISION FOR SUCCESS
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THE NEW SHOPPER MARKETING
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Program Objectives
Brief
Opportunity Identification
Retail Understanding
Shopper Check Point
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360 PLANNING
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Shopper Check Point
Program Objectives
Concept Development
Brief
Execution
Opportunity Identification
Merchandising Plan
Store Targeting
Retail Understanding
Shopper Check Point
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360 PLANNING
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Efficiently Target Your Shopper

• The LA DMA Reflects 465,000 Patients with Heart
  Issues in 2007
• Percent of total diagnoses down to the
  three-level zip code

Source SDI Patient View
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Target Wal-Mart Stores

• Identify Wal-Mart store opportunities

Wal-Mart Stores
Source SDI Patient View
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Zip Code Targeting

• Overlay zip codes

Wal-Mart Stores
Source SDI Patient View
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Sample Approach of Zip Code Targeting

• National expansion opportunity

906
930
WalMart Stores
Source SDI Patient View
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Merchandising - High Opportunity Stores

• Good
• Better
• Best

Pallet Display
Mobile Floorstand
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Merchandising - High Opportunity Stores
Shelf Talker
Pharmacy Counter Display
Produce Rack
Doc-In-The-Box Display
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Shopper Check Point
Program Objectives
Concept Development
Brief
Execution
Opportunity Identification
Merchandising Plan
Store Targeting
Retail Understanding
Shopper Check Point
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360 PLANNING
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THE KEY INGREDIENTS
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Templating Facilitates Innovation
Targeting Where the Fish Are
Proactivity Leads to Incrementality
Solutions Driven by Shopper Value
The Real First Moment of Truth
Roadmap to Integration
THE KEY INGREDIENTS
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Templating Facilitates Innovation
Launch
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Templating Facilitates Innovation
Launch
Sustain
Budget
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Templating Facilitates Innovation
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Targeting Where the Fish Are
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Solutions Shopper Insight Makes a Difference

• Solution Centers
• Insight
• 73 of Home Depot Power Tool Shoppers Are Women
• They Dont Go Into Tool Corrals

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Solutions Shopper Insight Makes a Difference

• Insight
• 73 of Home Depot Power Tool Shoppers Are Women
• They Dont Go Into Tool Corrals
• Solution
• The Project Place
• Soft Design Look
• Located in Faucets Blinds

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Shopper Solutions

• In Line
• Adjacencies
• Aisle Segmentation
• Solution Centers

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CVS Front End Case Study
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• Expandable Floorstand Modules optimize
  merchandising space

After gt
lt Before
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Sandwich Cooler Case Merchandiser
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Solutions Shopper Value Driven
Aisle Reinvention
Whole Foods
Tesco
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Solutions Shopper Value Driven

• Adjacencies

Meijer
Genuardis
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Card Aisle Insert
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Store Within A Store
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Easter at Kroger Promo Aisle
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Solutions Shopper Value Driven
Aisle Reinvention
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Solutions Shopper Value Driven

• Solution Centers

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Day Part Merchandising
Morning
Afternoon
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Retailer Collaboration
Mutual Shopper Insights
Shopper-Value Solutions
Shopper Messaging
360º Planning Measurement
THE NEW SHOPPER MARKETING
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THINK INSIDE THE BOX
THE NEW SHOPPER MARKETING